“Something will be done about that eventually. They’re misrepresenting themselves. People that aren’t familiar with buying tickets for concerts get duped by it,” Gudinski said.

Eddy boy is set to play 12 stadium shows in Australia and six in New Zealand.

“It’s the most incredible response, it’s going to be the biggest tour of all time in Australia and New Zealand attendance wise. Ed has worked this market so well from the start," Gudinski added.

“There’s no precedent for this type of thing. Ed is an absolute phenomenon. Very few artists, after three albums, have such a wide appeal. If you’re looking at who are going to be the next career artists, certainly Ed Sheeran and Adele have led the way.”